Big news! Amazon allows sellers to email customers
According to foreign media reports, Amazon officially said at the Amazon Accelerate conference in Seattle on September 14 that it will launch a new feature called Tailored Audiences (precise targeting audience), which will allow brand sellers to send marketing emails directly to consumers. mail.
In the past, the “Buyer Engagement” feature only allowed sellers to send marketing emails to “brand followers”, but now the target audience of emails has added recent buyers, high-spending buyers and returning buyers.
In addition to this, Amazon claims that “targeted audiences” provide sellers with performance and reporting metrics, including open rates, click-through rates, emails sent, exit rates, sales and conversions, and more.
New Email Marketing Features
Although this feature is currently only open to the US station, and it is still in the closed beta stage. But domestic sellers have long been curious and want to try the effect of mass mailing.
“Precise targeting of audiences has broadened the reach of buyer interactions, but the requirements for sellers are very stringent: 10 or more buyers must be sent to participate in advertising campaigns in the past; a total of at least 1,000 emails have been sent; average no-participation click-through rate less than 1%.”
Amazon rolls out multiple marketing features
In addition to email marketing, at the AmazonAccelerate conference on September 14, Amazon also announced a number of new features to help third-party sellers conduct brand layout and product marketing more efficiently.
1、“Buy with Prime”
Amazon-funded and managed co-branded Buy with Prime social media ads are now in invite-only beta to help Buy with Prime sellers reach buyers on Facebook and Instagram and drive traffic to their products on their DTC site.
Potential customers see ads on Amazon’s Buy with Prime pages featuring specific sellers on Facebook and Instagram.
When a buyer clicks on the ad, they are taken to the product page on the seller’s DTC website, where they use “Buy with Prime” to buy directly from the seller’s brand website.
2. Buy with Prime Marketing Toolkit
The kit offers Buy with Prime badges that sellers can showcase alongside their own branding and Buy with Prime products in their marketing.
This means sellers are offering Prime shopping benefits on their DTC site, including fast free shipping; a seamless checkout experience; and free returns on eligible orders.
The Buy with Prime Marketing Toolkit is a free resource available to all sellers with active Buy with Prime product listings, tested by invitation only.
2. Alexa voice assistant becomes a “salesman”
It is reported that Amazon’s intelligent voice assistant Alexa will launch a new feature - Customers Ask Alexa. The new feature lets Alexa answer user questions with sponsored product ads.
When users ask common questions like “How do I clean pet hair from my carpet?” Alexa might suggest a duster for you. “How do I get rid of the smell of soil stains?” Alexa might suggest air fresheners for you.
Amazon also said that all brand submissions will be subject to content moderation and quality checks. The feature will start running in October 2022, and will initially be used in a small area using an invitation-only system, and is expected to be rolled out on a large scale in the United States in 2023.
“Many brand owners have been experts in their product space for years, and this is an opportunity to connect customers with their brands,” Dharmesh Mehta, Amazon’s vice president of global sales services, said in an interview about the new initiatives.